Initiative Taps Gordon As SVP, New Biz

Initiative North America has added another former MPG executive in a top role, tapping Melissa Gordon to serve as a senior vice president in the new business area.

Gordon's senior vice president, business director role is a new position at Initiative, where she will focus on leading new accounts and integrating them into the agency. The agency has recently won business from Bayer and Big Lots.

She reports to Rob FitzGerald, executive vice president and managing director of Initiative East.

Earlier this year, Sarah Power joined as senior vice president-strategic planning from a similar role at MPG. Formerly of Carat, she had been with MPG for less than a year.

FitzGerald said that continuing "momentum" in winning new business "will be our ability to smoothly transition new accounts into Initiative and have the resources and talent already on board to handle additional assignments. Melissa is the ideal person to help us in this area."

As MPG vice president, account director, Gordon oversaw part of the GlaxoSmithKline account, including over-the-counter brands such as Tums and Nicoderm.

Mary Morgan, Redbook publisher, said in a statement that Gordon is "client-focused, strategic, innovative and at the end of the day, one of her most compelling attributes is her ability to cut through clutter, confusion or chaos."

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